it's not a knock on paul ryan. he did very well. it's just that the gop needs to send a powerful signal to hispanic voters that the party respects them. >> he thinks it's about signals. he think it's about having a spanish name on the ballot. you don't have to do anything on policy. >> and you don't have to do anything on tone. i think mark got to a really good point. you have this phenomenon happen in the conservative movement where their media culture has taken over their political culture. the left has a media culture too but it doesn't instruct the party how to behave. but people like bill o'reilly and rush limbaugh, they set the tone and the tea party enforces that within the political space. they expect and demand even marco rubio had to be against the dream act. he had to use term like illegals. you have to get up to the edge of top radio speak in order to fit in. just having somebody with an "o" at the end of their name is not going to fix the tone and it's the tone that's turning off latino voters. >> here's the deal. michi